NEW YORK - The Coca-Cola sign in Times Square is being disassembled and will be replaced next year by another massive animated sign, a published report said.

A 15-story Hershey Foods display, featuring machines that release steam and candy, is expected to be erected in 2003 at the site of its new store at Broadway and 48th Street, The New York Times reported Monday.

The illuminated 15-ton Coca-Cola display, with its oversized replica of a Coke bottle and straw, had been a Times Square fixture for 11 years.

The company put up its first billboard in Times Square in 1920, the Times said.

Workers started removing light bulbs from the Coke sign last week and were to begin taking it apart on Monday.